- Postcards need only be an exercise in simplicity; they are small and require no envelopes, folding or collating.
- If you have a mailing list you regularly send more expensive items to (an annual catalogue, for example), a postcard using First Class Lettermail or AdMail with Return Services can offer an ideal way to verify the list's accuracy. Postcards that are undeliverable can be returned, so you can update or delete names and addresses before sending them that expensive catalogue.
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- Avoid the temptation to write a book.
- Don't use postcards to try to close sales*.
*This is by far the biggest issue we see with new customers attempting direct mail for the first time.
- Remember that a postcard is like a billboard; space is limited so headlines must be kept short and copy must be well thought out.
- Postcards can also be used to test offers to small groups of prospects and customers. Once you determine that the response rate is positive, you can proceed with a full-fledged mailing to your entire customer base.
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- Postcards can be designed as coupons, gift certificates or tickets to an event. By measuring redemptions, you can easily track response and evaluate what worked and what didn't. Or you can include a special code so that it can be captured when recipients call your office or visit your website. Better yet, when you use postcards as part of your marketing campaign, your competitors won't know about it, unlike your print ads.
- Postcards are rarely one-offs. Try not to get discouraged should your first try at direct mail fail. Direct mail is about frequency and timing -- it could be that the 3rd time you send the same offer to the same person stick and a call or sale happens. Or you need to go back to basics and review the design and copy again to ensure it's simplicity.
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